Kourosh Sadri

Years of turning ad spend into compounding growth, for tour companies and D2C brands that want a partner rather than a vendor.

From ad accounts to the operator's seat.

I always wanted to run a hotel. That was the childhood dream, and it came from how travelling makes me feel. I am most alive in an airport, or in a city where I do not know the streets yet, sitting with people I have just met. I am shy, so that surprises everyone who knows me. But I never wanted to only visit places. I wanted travel to be my work as well.

The hotel never happened, and the dream still came true through a different door. I spent years running ads for tour companies, and then one of them, SideRoutes, brought me inside as a growth partner. Now I live the same week from both chairs. On Monday I read the ad account as the marketer. On Wednesday I sit in the meeting where those bookings have to cover the guides' wages. Once you have sat in that meeting, you stop watching cost per click and start watching what actually got sold.